A TASTE OF THAILAND AT SELFRIDGES
Thai food is an undeniable foodie favourite with Brits. But for a taste of the real Thailand, the Royal Thai Embassy, Office of Commercial Affairs created Thai SELECT, a stamp of approval for restaurants, Thai food and drink products in the UK.
A means of showcasing truly authentic Thai gastronomic experiences, whilst also supporting the export of Thai produce in the UK, promoting Thai fare in the UK also creates a (literal) appetite for the destination with gastrotourism a key travel trend driver in the UK.
The challenge? How to bring to life a commercial certification for maximum PR and consumer impact. Palm decided only a taste of the real thing would do.
*Thai SELECT is an official certification awarded to restaurants and food & beverage products for their authenticity by the Thai Government’s Ministry of Commerce.
The brief
Tasked with increasing awareness of authentic Thai foodie fare, Palm leveraged a capital city centric approach to promote Thai SELECT restaurants, products and drinks to consumers and social media audiences.
Selfridges (named the best department store in the world, four times and aligns with values of curiosity, creativity and imagination) set the stage for a series of activations including a pop-up of Thai SELECT awarded produce in the Selfridges Foodhall over five days to drive mass awareness.
The main course? Chef Sebby Holmes of Michelin Bib Gourmand restaurant, Farang London, held a special cooking demonstration creating his popular Prawn Miang Bite, which was served to a crowd of guests, influencers and the Commerce Minister of Thailand and his delegation, with content sizzling on social media.
Guests were also treated to evening at Selfridges Cinema, where eight Thai SELECT certified restaurants served their delicious dishes to guests and Thai SELECT certificates were awarded to London’s most prestigious Thai restaurants.
As well as activating Selfridges and creating social buzz, Palm arranged for the Minister and his team to board a branded Routemaster bus for a tour of Central London.
LEVERAGING LONDON ICONS FOR IMPACT
Stopping at Piccadilly Circus for a larger-than-life photo opportunity in front of the ‘Think Thailand, Next Level’ display, launching the ad campaign in London.
Amplifying the campaign using OOH tactics, the activation reach was increased for maximum impact.
